Inzicht: branded podcast for EY and De Tijd on innovation and business models

Client: De Tijd

The goal

‘Tijd Connect’, is the branded content division of the popular financial and business newspaper ‘De Tijd’. EY Belgium is their long time advertising client, creating successful custom partnerships and campaigns for years now. As a way to offer a new touchpoint and audience to their advertisers, we sat down with Tijd Connect to create a branded podcast.

Our social story

Together with ‘Tijd Connect’, we created the very first branded podcast for EY Belgium. ‘Inzicht’ is a 4-episode series on innovation and digital transformation. We look for solutions, pitfalls and new business models that fundamentally change our society.

We were very happy to cast Francesca Vanthielen as our branded podcast host. She’s a well known Belgian journalist with lots of business expertise. Together with the Chase Creative team that recorded the scenes, sounds and outdoor interviews, she interviewed the EY experts and some of the clients in the studio. The topics covered ranged from the role of technology in fire brigade interventions, illegal waste dumping, creating better transport and technology for insurance companies.

Screenshots of the social media placements we created (Facebook – Twitter)

Together with Tijd Connect we co-created the format, and we closely worked together on the scripting, recording, mixing, and publication. Next to the branded podcast show development and audio production, we also advised on audience development, consulting on all owned, earned and paid channels. We guided the optimal listener experience on all touchpoints, and put our social video creators at work to create promotional video content for web (16:9) and social advertising (1:1 and 4:5).

The result

We managed to record, edit, and publish all 4 episodes within a very tight timeframe of 6 weeks. We published the branded podcast on all possible podcast platforms: from Apple Podcasts to Spotify, Google Podcasts, Stitcher and any podcast platform you can think of. In the first 4 weeks of the launch, we topped the Belgian podcast charts in different categories. The branded podcast met the expectations from both EY and Tijd Connect and we managed to get over 75% audience retention (listen time) on every episode. Check out the first episode of the four below!

Wondering if your brand should start a podcast? Read more! Want to find out what podcasting strategy can do for your business? Book a free session with one of our experts to explore the podcasting possibilities for your business!